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The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011 PAGE 1
The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011The 2010 U.S. Digital Year in Review2010 represented yet another exciting year in the evolution of the U.S. digital media industry. It was ayear that saw renewed optimism, continued innovation, and the increasing fragmentation of the medialandscape.As digital marketers strategize for success in the year ahead, we must begin by reflecting on the eventsof the past year if we are to make sense of the future. The many questions that will be addressed in thisreport include: • Which consumer trends dominated the digital media landscape in 2010? • How are people spending their digital media consumption time? • Which new and emerging technologies and services are capturing the attention of the marketplace? • What is the state of the digital advertising market? • How is the rapid increase in mobile media usage changing consumer behavior?The comScore 2010 U.S. Digital Year in Review offers an overview of the prevailing trends in digitalmedia usage during the year and considers their implications for the year ahead. This report will examinethe trends in U.S. Internet usage, search activity, e-commerce, online video consumption, onlineadvertising, and mobile, as we offer a prognosis for which digital strategies will be most critical forsuccess in 2011. PAGE 2
The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011Table of Contents: 2010 U.S. Digital Year in ReviewU.S. E-Commerce 2010 ............................................................................................................ 4 Includes: Online Retail Trends, Top Spending Days, Group Buying Trends, Top Growing Retail CategoriesU.S. Top Web Properties and Category Trends 2010 ........................................................... 7 Includes: Top Properties and Categories by Time Spent, Trends in Email UsageU.S. Social Networking Trends 2010 .................................................................................... 10 Includes: Top Social Network Trends, Facebook Stats, Demographic AnalysisU.S. Core Search Market 2010 .............................................................................................. 13 Includes: Core Search Trend, “Powered By” Reporting, Top Search TermsU.S. Online Advertising 2010 ................................................................................................. 16 Includes: Display Ad Trend, Top Display Advertisers & Publishers, Ad Effectiveness TrendsU.S. Online Video Market 2010 ............................................................................................. 21 Includes: Viewer Behaviors, Hulu & Broadcast Network Growth, Video Ad Networks, Ads vs. Content ViewingU.S. Mobile Market 2010 ........................................................................................................ 25 Includes: Smartphone & 3G Trends, Market Share by OS, Network & OEM, Top Mobile ActivitiesLooking Ahead to 2011 .......................................................................................................... 29 PAGE 3
The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011U.S. E-Commerce 2010Online Spending Growth Resumes in 2010Following two years of dampened online retail buying due to the economic downturn, 2010 was a year tobounce back. Depressed consumer discretionary spending going back to the end of 2008 finally gaveway to improving consumer sentiment, helping lead the U.S. e-commerce market back to consistentpositive growth in 2010. Total U.S. e-commerce spending reached $227.6 billion in 2010, up 9 percentversus the previous year. Travel e-commerce spending grew 6 percent to $85.2 billion, while retail (non-travel) e-commerce spending jumped 10 percent to $142.5 billion for the year.The 2010 holiday season represented a high point in this bounce-back year for retail e-commerce, withgrowth rates surging to 12 percent – even outpacing comScore’s initial forecast of 11 percent for theseason. While some of the holiday season growth can be attributed to consumers taking advantage ofdiscounting and promotional activity online (most notably, free shipping), it is also a clear sign ofimproving consumer confidence. Not surprisingly, November ($14.5 billion) and December ($18.1 billion)were the heaviest online spending months of the year, and they also exhibited accelerating growth ratesversus the preceding months (Note: November and December growth rates calculated based oncomparable shopping days in 2009, not calendar dates.) 2010 U.S. Retail E-Commerce Spending ($MM) and Y/Y Growth Rate by Month $20,000 Source: comScore E-Commerce Measurement 20% $18,000 18% $16,000 16% $14,000 14% $12,000 12% $10,000 10% $8,000 8% $6,000 6% $4,000 4% $2,000 2% $0 0% Spending Y/Y Growth PAGE 4
The comScore 2010 U.S. Digital Year in Review gital FEBRUARY 2011Cyber Monday Breaks Billion Dollar ThresholdThe heaviest individual spending day of the year was Cyber Monday (Monday, November 29, 2010) at$1.028 billion. This historic day for e-commerce was not only the first time on record that online retail toric e commercespending surpassed $1 billion, but it also marks the first time that Cyber Monday ranked as the heaviestonline spending day of the season. In addition to Cyber Monday, eight different days saw at least $900million in spending, led by Monday, December 13 (aka “Green Monday”) with $954 million, Monday,December 6 ($943 million), and Friday, December 17 ($942 million). Top 10 U.S. Online Retail Spending Days in 2010 in Millions Source: comScore E-Commerce Measurement Monday, Nov. 29 $1,028 Monday, Dec. 13 $954 Monday, Dec. 6 $943 Friday, Dec. 17 $942 Thursday, Dec. 16 $930 Tuesday, Dec. 14 $913 Tuesday, Nov. 30 $911 Wednesday, Dec. 8 $901 Thursday, Dec. 9 $898 Tuesday, Dec. 7 $880 Spending ($) *November and December growth rates based on corresponding shopping days relative to Thanksgiving, not calendar days Source: comScore, Inc. (U.S.)Consumer Electronics the Top Growing Online Retail Product CategorySeveral retail categories performed particularly well in 2010. Consumer Electronics ranked as the topgrowing category by dollar sales at 19 percent growth, bolstered by the popularity of flat panel TVs andmobile devices. Computer Hardware ranked second a 17 percent, with low-priced computers and the ardware at pricedpopularity of e-readers and netbooks contributing significantly to the gains. Books & Magazines (up 16 readerspercent), Flowers, Greetings & Gifts (up 13 percent), and Jewelry & Watches (up 11 percent) rounded outthe top five. PAGE 5
The comScore 2010 U.S. Digital Year in Review gital FEBRUARY 2011 Top 5 Growing U.S. Retail E Commerce Categories in 2010 E-Commerce Source: comScore E Commerce Measurement, 2010 vs. 2009 E-Commerce Consumer Electronics 19% Computer Hardware 17% Books & Magazines 16% Flowers, Greetings & Gifts 13% Jewelry & Watches 11% Y/Y % ChangeLocal/Group-Buying and Flash Sales Sites Take Off BuyingOne of the hottest trends in e-commerce in 2010 was the emergence and ascendance of local/group- commercebuying and flash sales sites. On the local/group-buying side, Groupon – which pioneered this market –jumped out to a strong leading position, though LivingSocial has established itself as a strong secondplayer. Groupon.com attracted 10.7 million unique visitors in December, up 712 percent versus year ago,while LivingSocial jumped 438 percent to 5.7 million unique visitors. t U.S. Unique Visitor (000) Trend for Groupon Source: comScore Media Metrix, Dec Dec-2009 to Dec-2010 12,000 Groupon 10,000 8,000 6,000 4,000 2,000 0 PAGE 6
The comScore 2010 U.S. Digital Year in Review gital FEBRUARY 2011Meanwhile, another “deal”-based segment of e based e-commerce – flash sale sites – continue to gain traction. continuedFlash sale sites include daily deals of heavily discounted merchandise, often in the apparel andaccessories segment. Among the most notable sites in this segment are Gilt Groupe, HauteLook, Ideeliand RueLaLa, with each of these sites growing their respective U.S. audiences strongly over the past gyear U.S. Unique Visitors (000) to Leading Flash Sale Sites Source: comScore Media Metrix, Dec Dec-2010 vs. Dec-2009 Gilt.com 863 +52% Hautelook.com 793 +1% Ideeli.com 658 +16% RueLaLa.com 435 +33%U.S. Top U.S. Web Properties and Site Category Trends 2010Facebook Takes the Lead on EngagementThough Google Sites and Yahoo! Sites remain the most visited web properties in the U.S. withapproximately 180 million visitors a month Facebook is attracting an ever-increasing share of total time month, increasingspent online. In the past year, Facebook has surpassed each of the top three largest web properties,capturing the #1 ranking by time spent in August 2010. Facebook now accounts for 12.3 percent of time A .spent online in the U.S., up from 7.2 percent just a year ago. PAGE 7
The comScore 2010 U.S. Digital Year in Review gital FEBRUARY 2011 Trend in Share (%) of Time Spent for Top 5 U.S. Web Properties 14% Source: comScore Media Metrix, Dec-2009 to Dec-2010 Dec 12% Facebook.com 10% Google Sites 8% Yahoo! Sites 6% Microsoft Sites 4% AOL, Inc. 2% 0%Shift from ‘Traditional’ to ‘New Entry Points Continues New’Although the U.S. represents a very mature Internet market overall, online consumer behavior patterns onlinecontinue to exhibit noticeable shifts over time. Most notably, we have continued to witness a shift in timespent away from portals toward online leisure activities such as social media and entertainment. Amongthe top four online content areas according to their share of overall time spent online, Portals remains the Plargest with 20.2 percent share of time spent, though that percentage has declined 1.4 points over the poipast year. Social Networking now ranks as the next most engaging activity at 14.4 percent of time spent etworkingonline (up 3.8 percentage points), while Entertainment ranks third at 12.6 percent (up 0.8 percentagepoints). As communication continues to shift to other channels, including social media and mobile, usageof web-based email declined 1.5 percentage points to 11.0 percent of time spent. based PAGE 8
The comScore 2010 U.S. Digital Year in Review gital FEBRUARY 2011 Percent (%) Share of U.S. Time Spent Online for Top Content Categories Source: comScore Media Metrix, Dec-2009 to Dec-2010 Dec 25% 20% Portals Social Networking 15% Entertainment e-mail 10% 5%Web-Based Email Usage Heads South BasedAs communication platforms and devices continue to proliferate, the usage of web-based email has proliferate, webbegun to decline, particularly among younger segments of consumers who are increasingly shifting youngertowards instant messaging, social media, and mobile communications. Total web-based email usage web-declined 8 percent in the past year, with the most precipitous decline occurring among 12-17 year olds 12(down 59 percent). Usage also declined marginally among 18 24 year olds, while more noticeable down 18-24declines were seen among 25-34 year olds (down 18 percent), 35 44 year olds (down 8 percent) and 45- 34 35-44 4554 year olds (down 12 percent). In contrast, however, usage actually gained among 55-64 year olds (up actually 5522 percent) and among those age 65 and older (up 28 percen most likely because of continued Internet percent),adoption by these age segments segments. PAGE 9
The comScore 2010 U.S. Digital Year in Review gital FEBRUARY 2011 Year-over- -Year Change in Time Spent Using Web-Based Email Based by Age Segment in the U.S. 40% Source: comScore Media Metrix, Dec Dec-2010 vs. Dec-2009 28% 30% 22% 20% 10% 0% -10% -1% -8% -20% -12% -18% -30% -40% -50% -60% -59% -70% Age 12-17 Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55 55-64 Age 65+U.S. Social Networking Trends 2010Social Networking Continues Growth in 2010 as One of the Web’s Top ActivitiesSocial networking continued to gain momentum throughout 2010 with 9 out of every 10 U.S. Internet 2010,users now visiting a social networking site each month. Social networking sites accounted for 12 percentof all time spent online in 2010 with the average Internet user spending more than 4 hours on these 4.5sites each month. Globally, social networking accounts for 15.6 percent of online time among those age15 and older. Among this same age population, social networking accounts for 14.4 percent ofAmericans’ online time. It is clear that social networking has become an integral part of the fabric of theInternet and one that is increasingly becoming integrated into the experience of so many differentactivities online.Women Extend Lead on Men in Social Networking UsageOne demographic trend that has continued in 2010 is women extending their lead over men in the shareof their online time spent on social networking sites. Specifically, women spent 16.8 percent of their time thei– one out of every six minutes – on social networking sites in December 2010, up 4.5 percentage pointsfrom a year earlier. By comparison, men spent 12.0 percent of their time on social networking sites inDecember 2010, up 2.9 percentage points from last year. So women not only spend more of their time on fromthese sites than men, but they are also accelerating their usage at a faster rate. PAGE 10
The comScore 2010 U.S. Digital Year in Review gital FEBRUARY 2011 U.S.Trend in Share (%) of Time Spent on Social Networking Sites by Gender Source: comScore Media Metrix, Dec Dec-2009 to Dec-2010 18% Females Males 16% 14% 12% 10% 8% 6% 4% 2% 0% Dec-2009 Feb-2010 Feb Apr-2010 Jun-2010 Aug-2010 Oct-2010 2010 Dec-2010Facebook Surges, Upstarts Gain Traction2010 was another year in which the social networking category flexed its considerable muscle. Categoryleader Facebook continued its momentum as it amassed millions of new users and people spent moreand more of their time on the site. Facebook accounted for 10 percent of U.S. page views in 2010, while forthree out of every ten Internet sessions included a visit to the site.However, beyond Facebook there were several other compelling stories to emerge from other socialmedia sites in 2010. The past year was not quite as kind to MySpace as its user base saw some attrition.Although MySpace currently maintains its hold on the #2 ranking in the category with 50 million visitors inDecember, its audience declined 27 percent and total time spent on the site declined 50 percent. declinBusiness-oriented social networking site LinkedIn emerged as the third largest site in the category with oriented26.6 million visitors in December 2010, up 30 percent vs. year ago. Twitter.com climbed 18 percent to 2010,23.6 million visitors in December (not including third-party app or mobile usage). A couple of surprisestars emerged in the social networking space this year, as Tumblr.com surged 168 percent to 6.7 millionmonthly visitors, while Formspring.me rose in popularity among younger social net networkers.Formspring.me peeked in Q2 and slowed down as the year progressed, but even so, year over yeargrowth was more than 1,000% with 5.3 million visitors in December. PAGE 11
The comScore 2010 U.S. Digital Year in Review gital FEBRUARY 2011 U.S. Unique Visitor (000) Trend for Leading Social Networking Sites Source: comScore Media Metrix, Dec Dec-2009 to Dec-2010 180,000 160,000 Facebook.com 140,000 Myspace 120,000 LinkedIn.com 100,000 80,000 Twitter.com 60,000 Tumblr.com 40,000 Formspring.me 20,000 0Facebook Posts Gains Across Every Dimension of UsageIn addition to its snowballing user base, Facebook grew significantly across nearly every performance ngmetric in 2010. Facebook’s U.S. audience grew to 153.9 million in December, an increase of 38 percent, thas it became the 4 most visited web property reaching nearly 3 out of every 4 Internet users each property,month. Engagement metrics fared even better, with Facebook’s total time spent surging 79 percent to49.4 billion minutes and total page views growing 71 percent to 76.8 billion. Facebook’s overall growth in2010 can be attributed to a growing number of people using Facebook, visiting more frequently, andviewing more content on each visit. Facebook.com Dec-2009 Dec-2010 % Change Total Unique Visitors (000) 111,888 153,886 38% % Reach 54.4 72.6 34% Average Daily Visitors 37,679 63,656 69% Total Minutes (MM) 27,624 49,339 79% Average Minutes per Usage Day 23.7 25.0 6% Total Pages Viewed (MM) 44,891 76,836 71% Average Pages per Usage Day 38.4 38.9 1% Average Minutes per Page 0.6 0.6 4% Average Usage Days per Visitor 10.4 12.8 23% Average Minutes per Visitor 246.9 320.6 30% Average Pages per Visitor 401 499 24% Average Minutes per Visit 9.0 9.0 0% Average Visits per Visitor 27.4 35.5 29% Average Visits per Usage Day 2.6 2.8 5% PAGE 12
The comScore 2010 U.S. Digital Year in Review gital FEBRUARY 2011Shifting Age Profiles at Facebook and TwitterAn analysis of the composition of visitors to Facebook and Twitter revealed shifting user demographicsover the past year. Facebook saw its 35-54 year old share of visitors decline 3.6 percentage points to35.4 percent, while the under 18 year olds (up 1.2 points to 11.1 percent) and those age 55 and older (up1.9 points to 13.2 percent) made the biggest gains. Twitter.com, meanwhile, saw a significant 9.4 point egain in the share of 18-34 year olds visiting the site (representing nearly 47 percent of its visitors), while 34 entthose under 18 declined 8.0 points to 9.5 percent. This shifting composition may reflect, in part, a shift reflectamong younger Twitter users towards other communication vehicles including mobile devices and third- vehicles, thirdparty Twitter apps. U.S. Demographic Profile U.S. Demographic Profile Share of Visitors to Facebook.com Share of Visitors for Twitter.com Source: comScore Media Metrix, Dec-20010 vs. Dec-2009 Dec Source: comScore Media Metrix, Dec-2010 vs. Dec-2009 Dec 100% 100% 11.3% +1.9 13.2% 10.8% 11.4% 90% 90% +0.6 80% 80% 70% 39.0% 35.4% 70% 34.6% 32.5% -3.6 3.6 -2.1 2.1 60% 60% 50% 50% 40% 40% +0.4 40.3% 37.2% +9.4 46.6% 30% 39.9% 30% 20% 20% 10% +1.2 10% -8.0 8.0 9.9% 11.1% 17.5% 0% 0% 9.5% Dec-09 Dec-10 Dec-09 Dec-10U.S. Core Search Market 2010Contextually Driven Searches Shake Up Search MarketThe search user experience underwent some significant changes in 2010, beginning with the emergence ,of contextually driven searches, which occur when users engaged with related, non-search content as , nonpart of the browsing experience. In response to this change, comScore began reporting an additionalview of the U.S. core search market known as ‘Explicit Core Search’, defined as engagement with asearch service with the explicit intent to retrieve search results. Another innovation in the search marketwas Google’s introduction of Instant Search in September, a major enhancement to its search experience ’sthat allows users to see a full results page as they are typing a query. PAGE 13
The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011Google remained the clear market leader in 2010, accounting for more than 3 out of every 5 U.S.searches throughout the year. The property peaked in December 2010 with 66.6 percent of explicit coresearches, while Yahoo! Sites ranked second at 16.0 percent. Microsoft Sites also reached its 2010 highpoint in December, representing 12.0 percent of explicit core searches conducted. Ask Network and AOLLLC ended the year with 3.5 percent and 1.9 percent of searches conducted, respectively. Percent Share of Searches Among U.S. Core Search Engines* 66.0% 66.6% Source: comScore qSearch, Dec-2010 vs. Dec-2009 Dec-2009 Dec-2010 17.3% 16.0% 10.4%12.0% 3.7% 3.5% 2.6% 1.9% Google Sites Yahoo! Sites Microsoft Sites Ask Network AOL LLC Network *December – March data in the above graph represent share of total core searches, while April onward represent share of explicit core searches.The U.S. core search market grew 12 percent overall in 2010, driven by a 4-percent gain in uniquesearchers and an 8-percent gain in searches per searcher. Google Sites’ search query volume grew 13percent, driven mostly by gains in searches per searcher (up 10 percent). Microsoft Sites saw the largestgrowth in search volume at 29 percent, propelled by sizeable gains in both unique searchers (8 percent)and searches per searcher (20 percent). U.S. Explicit Core Search Percent Change Source: comScore qSearch, Dec-2010 vs. Dec-2009 Unique Searches per Searches Searchers Searcher Total Internet 12% 4% 8% Google Sites 13% 3% 10% Yahoo! Sites 4% 8% -4% Microsoft Sites 29% 8% 20% Ask Network 5% 8% -3% AOL LLC -18% -25% 8% PAGE 14
The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011“Powered By” ReportingIn the latter half of the year, comScore began providing insight into the share of Explicit Core Searchesthat are powered by the two major providers of algorithmic search results – Google and Bing. Google’s“powered by” share is composed of searches conducted at Google entities, as well as searches on AOLand Ask’s MyWebSearch, where Google branding is present. Bing’s “powered by” share is composed ofsearches conducted at Bing entities, as well as Yahoo! searches where Bing branding is present. Thisprimarily consists of queries at Yahoo! Web Search, Yahoo! Image Search and Yahoo! Video Search.Some of Yahoo!’s in-channel searches, such as Movies or Finance, are still provided by Yahoo!In December, 69.4 percent of all searches carried organic search results from Google, while 24.4 percentof searches were powered by Bing organic results. "Powered By" Share of Explicit Core Searches in the U.S. Source: comScore qSearch, Dec-2010 Google Bing Other 6.2% 24.4% 69.4%Top Search Terms in 2010An analysis using comScore Marketer™ revealed the top search terms overall in 2010, as well as the topsearch terms that generated paid search clicks, across the 5 major search engines. The top searchphrase overall in 2010 was ‘facebook’, which accounted for 1.9 billion search queries over the course ofthe year. ‘Youtube’ ranked second with 790.7 million searches, followed by ‘google’ with 615.9 millionsearches and ‘yahoo mail’ with 562.2 million searches. Also ranking among the top search phrases forthe year were ‘Craigslist’ with 546.9 million searches, ‘MySpace’ with 360.1 million searches and ‘eBay’with 311.1 million searches. The prevalence of popular websites among the top searches indicates theheavy use of search for navigation, even in favor of typing in a URL into the browser’s navigation bar. PAGE 15
The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011In terms of phrases generating the most paid search clicks in 2010, ‘ebay’ was a clear leader with 99.2million clicks, suggesting a heavy paid search marketing strategy. ‘Netflix’ took second place with 43.1million clicks, followed by ‘yellow pages’ with 36.2 million clicks and ‘Verizon wireless’ with 29.8 millionclicks. Top Search Phrases on 5 Core Search Engines in the U.S. Source: comScore Marketer, Jan-2010 to Dec-2010 Organic Paid Search Search Phrase Search Phrase Searches (000) Clicks (000) facebook 1,933,467 ebay 99,235 youtube 790,735 netflix 43,132 google 615,945 yellow pages 36,242 yahoo mail 562,167 verizon wireless 29,796 yahoo 553,125 home depot 27,460 craigslist 546,872 google 24,893 facebook login 503,093 mapquest 24,860 myspace 360,055 lowes 21,071 ebay 311,109 white pages 20,891 gmail 303,182 walmart 18,800U.S. Online Advertising 2010Display Advertising Continues to ClimbOver the course of 2010, U.S. Internet users received a total of 4.9 trillion display ads (standard and non-standard IAB ads, includes both static and rich media, but not video). The total number of ads grew 23percent from December 2009 to December 2010, as the online advertising market rebounded stronglyfrom the impact of the recession. PAGE 16
The comScore 2010 U.S. Digital Year in Review gital FEBRUARY 2011 Total U.S. Display Ad Impressions in Millions (MM) 500,000 Source: comScore Ad Metrix, Dec-2009 to Dec-2010 450,000 400,000 350,000 300,000 250,000 200,000 150,000 100,000 50,000 0 Dec- Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- Oct- Nov- Dec- Oct 2009 2010 2010 2010 2010 2010 2010 2010 2010 2010 2010 2010 2010Social Networking Publishers Drive Display Ad MarketAn analysis of publisher categories delivering the largest volume of display ad impressions during the sher lumeyear found that Social Networking publishers were responsible for 34 percent of the display ads served in aDecember 2010, an increase of 11 percent , percentage points from the previous year. Portals served 17 percent .of display ad impressions during the month down 4 percentage points, while Entertainment publishers month,served 11 percent of display advertisements, up 1 percentage point from the previous year. advertisements Share of U.S. Display Ad Impressions by Top Publisher Category Source: comScore Ad Metrix, Dec-2009 to Dec-2010 Dec 100% 90% -10% 80% 70% +2% 60% +1% 50% 40% -4% 30% 20% +11% 10% 0% Dec-2009 Feb-2010 2010 Apr-2010 Jun-2010 Aug-2010 Oct-2010 2010 Dec-2010 Social Networking Portals Entertainment News/Information All Other PAGE 17
The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011Brand Advertisers Continue Shift to Digital2010 also saw a continuing shift of advertising dollars online as more major brand advertisers continue toinvest in the medium. In Q4 2010, 104 different advertisers delivered more than 1 billion display adimpressions, up from 80 in Q4 2009. Nearly all the growth came from those delivering between 1-3 billionimpressions, while the number of advertisers delivering at least 3 billion remained more consistent. Number of Advertisers Delivering At Least 1 Billion Display Ad Impression per Quarter in the U.S. 120 Source: comScore Ad Metrix, Q4 2009 - Q4 2010 4 100 12 4 4 12 12 10 5 10 80 4 12 10+ Billion 11 9 5-10 Billion 13 60 12 3-5 Billion 1-3 Billion 40 83 78 72 55 59 20 0 Q4 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010Top Display Advertisers and PublishersTelecom companies were represented well in the ranking of top display advertisers for 2010. Networkproviders AT&T Inc. (94 billion ad impressions) and Verizon (66.7 billion impressions) ranked as the topU.S. online display advertisers in terms of total ad impressions served between January 2010 andDecember 2010. Fellow carrier Sprint also made it into the top ten with 30.2 billion impressions, ranking#8. Online trading company Scottrade ranked #3 with 59 billion impressions, while Experian Interactivesecured the #4 position with nearly 54 billion views, and eBay, Inc. rounded out the top five with 36.8billion impressions. PAGE 18
The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011From a publisher perspective, Facebook.com delivered the most display ads with more than 1 trillion adsin 2010, setting an all-time record for ads delivered and the first to eclipse the 1 trillion ad threshold.Yahoo! Sites, last year’s top display ad publisher, ranked second with 529.4 billion ads, followed byMicrosoft Sites in third place with 243.9 billion ads. Fox Interactive Media (200 billion ads) and AOL, Inc.(130 billion ads) rounded out the top five. Top Ten U.S. Online Display Advertisers by Top Ten U.S. Online Display Publishers Number of Impressions in Millions by Number of Impressions in Millions Source: comScore Ad Metrix, Jan-2010 to Dec-2010 Source: comScore Ad Metrix, Jan-2010 to Dec-2010 AT&T Inc. 94,096 Facebook.com 1,019,891 Verizon 66,683 Yahoo! Sites 529,378 Scottrade, Inc. 59,014 Microsoft Sites 243,879 Experian Interactive 53,995 Fox Int. Media 200,175 eBay, Inc. 36,828 AOL, Inc. 130,159 IAC - InterActiveCorp 30,592 Google Sites 128,247 Progressive 30,202 Turner Digital 74,958 Sprint Nextel 30,196 Glam Media 44,054 Netflix, Inc. 29,643 eBay 32,884 Apollo Group 26,991 ESPN 32,405Display Ad Creative Stays Static… For NowIn 2010 comScore introduced the Ad Metrix Creative Summary report to illustrate which types of ad unitsare being delivered on various sites around the web. While significant innovation occurred in terms of thedifferent creative ad units being used in the display market, the increase in advertising volume actuallycame from more static ad formats. Standard GIFs and JPEGs grew from 236 billion impressions in Juneto 295 billion in December, while Flash ads actually declined from 162 billion impressions to 147 billion.(Rich media display, though considerably lower in volume, did increase from 12 billion to 16 billionimpressions). This phenomenon in part reflects the emergence of Facebook, which primarily hosts staticad units, as the leading display advertising channel. Despite this somewhat counterintuitive trend in theuse of different creative formats, more advanced formats are appearing online and should be deployed ona larger scale in 2011. PAGE 19
The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011 U.S. Online Display Advertising Impressions (Billions) by Creative Format Source: comScore Ad Metrix Creative Summary, Dec-2010 vs. Jun-2010 500 450 16 400 12 147 350 300 162 250 200 150 295 236 100 50 0 Jun-10 Dec-10 Standard GIF/JPEG Flash Rich Media Display/OtherDisplay Ad Placement Strategies Increase in Sophistication2010 saw the rapid emergence and acceptance of ad exchanges, demand-side platforms and othersophisticated tools for the buying and selling of online advertising. With the emergence of these newmarkets came an increasing focus on the effectiveness of various display ad placement strategies, suchas retargeting, efficiency pricing, contextual buys, run-of-network buys and premium buys. A 2010comScore report, entitled When Money Moves to Digital, Where Should it Go? evaluated the relativeimpact of several of these media-placement strategies on the Valueclick ad network to help begin toanswer some of these important questions. One of the key learnings from this research was thatretargeting (i.e. serving an ad to an audience who has previously visited an advertiser’s site) consistentlyout-performed the others, making it a strong option for both direct response and longer-term brandingobjectives. PAGE 20
The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011 Percent Lift in Number of People who Searched for a Marketer’s Brand within Four Weeks of Ad Exposure in the U.S. 1200% +1046% 1000% 800% +514% 600% +300% 400% +130% +126% +100% 200% 0% Retargeting Audience Premium Contextual RON Efficiency Based on 103 campaigns running July 2009 thru March 2010, which were delivered by ValueClick Media To download the full report, entitled When Money Moves to Digital, Where Should it Go?, please visit: http://bit.ly/gdspzb.Retargeting generated a 1046-percent lift in branded search, far surpassing the lift generated by the otherstrategies. Audience targeting followed at 514 percent lift, followed by premium placement (+300percent), contextual targeting (+130 percent), run-of-network (+126 percent) and efficiency pricing (+100percent). It should be noted that the other strategies have their own merits and therefore should beconsidered depending on the campaign objective. For example, placements that optimize to quicklydeliver traffic, such as efficiency buys (i.e. buys that are based on cost-per-click engagement withcreative) and run-of-network/RON buys (i.e. buys that appear anywhere in the network and that are oftenoptimized by conversion) do not always encourage search activity or sustain audiences to a site overtime, but they do provide massive scale and some long-term branding effects.U.S. Online Video Market 2010Online Video Gains Momentum in 2010The online video market continued to gain momentum in 2010, with an average of 179 million Americanswatching video each month. Engagement levels also rose during the year, with viewers watching onlinevideos more frequently. More than 88.6 million people watched online video on an average day inDecember 2010 (up 32 percent from December 2009), while viewing sessions totaled 5.8 billion for themonth (up 13 percent). Americans also spent a significantly higher number of hours viewing online videoin 2010 versus the prior year due to increased content consumption and more video ad streams. Theaverage American spent more than 14 hours watching online video in December, a 12-percent increasefrom last year, and streamed a record 201 videos, an 8-percent increase. PAGE 21
The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011 Growth in Total U.S. Online Video Market Source: comScore Video Metrix, Dec-2010 vs. Dec-2009 Viewing Sessions Videos per Hours per Viewer Average Daily Unique (Billions) Viewer Viewers (Millions) 5.8 201 14.2 88.6 5.1 187 12.7 67.3 Dec-2009 Dec-2010 Dec-2009 Dec-2010 Dec-2009 Dec-2010 Dec-2009 Dec-2010Online TV Viewing on Upward TrajectoryThe world of online video has seen a continued increase in adoption of viewing originally scripted TVcontent. While Hulu continues to drive a large portion of this online TV viewing activity, other majorbroadcast TV sites are playing an increasing role. In Q4 2010, Hulu accounted for 19.4 billion minutes(323 million hours) of online TV viewing, up 17 percent from the previous year. The five major broadcastTV sites (ABC, CBS, NBC, Fox and the CW) combined to account for 9.7 billion minutes (162 millionhours), which equates to half of the total time spent viewing video on Hulu, but grew at approximately fivetimes the rate at 82 percent. The total combined time spent viewing online TV on Hulu and the fivenetwork sites grew 33 percent over the past year. This strongly growing market represents one of themost significant opportunities for advertisers with this attractive advertising channel generating both highengagement from viewers and high CPMs for publishers. PAGE 22
The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011Online TV: U.S. Trend in Minutes (MM) Spent Watching Hulu & Top 5 Broadcast Network Video Source: comScore Video Metrix, Q4 2009 - Q4 2010 30,000 25,000 20,000 15,000 10,000 5,000 0 Q4 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Hulu 5 Major Broadcast Network SitesVideo Ad Networks Prove Far-ReachingVideo ad networks also performed strongly in 2010 due to the continued proliferation of video advertising,with video ads now reaching 7 out of 10 Americans online and nearly 1 out of 2 Americans nationwideeach month. In December 2010, video ad networks served 5.9 billion ads, averaging 40 ads per viewerand 0.4 minutes per ad. Tremor Media Video Network took the top spot among video ad networks inDecember, delivering 1.0 billion ads to reach 40.8 percent of online video viewers, an average of 12 adsper viewer. BrightRoll Video Network reached 31.8 percent of online viewers, while ADAP.TV reachedfewer viewers (27.1 percent) but delivered a higher number of video ad streams (681.5 million). Top U.S. Video Ad Networks* by % Reach Web Population** Source: comScore Video Metrix, Dec-2010 % Reach % Reach Video Ads Ads per Minutes U.S. Web Total U.S. (000) Viewer per Video Pop PopVideo Ad Networks (Actual Reach) 70.0% 49.1% 5,910,646 39.8 0.4Tremor Media Video Network 40.8% 28.6% 1,021,693 11.8 0.5BrightRoll Video Network 31.8% 22.3% 587,946 8.7 0.6ADAP.TV 27.1% 19.0% 681,543 11.9 0.6TubeMogul Video Ad Platform 20.2% 14.2% 174,062 4.1 0.6BBE 15.0% 10.5% 126,321 4.0 0.4 *Based on video ads served **Based on actual reach measures PAGE 23
The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011Video Advertising Market Takes Shape in 2010The launch of comScore Video Metrix 2.0 with June 2010 data provided enhanced visibility into theviewing of video content vs. video ads. In the half year of this new view of the online video market, therehas been a consistent increase in video advertising as a percentage of total online viewing – a sign of theimproving monetization of the medium. According to December 2010 Video Metrix data, video adscomprised 16.4 percent of all videos streamed, up from 12.2 percent in June. Although video ads nowaccount for approximately one in every six videos viewed, they do not yet represent a significantinterruption to the online viewing experience, as they only account for 1.6 percent of all time spentviewing video (up from 1.2 percent in June). While monetization of online video is increasing quickly, it isclear there is still significant opportunity when considering that TV content has approximately 25 percentadvertising coverage compared to just 1.6 percent online. U.S. Video Advertising as a Percentage of Total Online Video Consumption Source: comScore Video Metrix, Jun-2010 to Dec-2010 18% 16.4% 15.3% 16% 14% 12.3% 12.8% 12.2% 12% 10.7% 9.8% 10% 8% 6% 4% 1.2% 1.2% 1.2% 1.4% 1.6% 2% 0.9% 1.0% 0% Jun-2010 Jul-2010 Aug-2010 Sep-2010 Oct-2010 Nov-2010 Dec-2010 Video Ads as % of Total Views Video Ads as % of Total Time Spent PAGE 24
The comScore 2010 U.S. Digital Year in Review gital FEBRUARY 2011U.S. Mobile Market 2010A Game-Changing Year for Mobile Changing2010 was a year of undeniable progress in the mobile arena. A wide variety of increasingly advanced 10 arenadevices were introduced to the market, mobile content options continued to increase with an ever-growing continued everlibrary of applications paired with improvements to the mobile browsing experience, while the definition ofthe word “mobile” evolved with the introduction of tablet devices such as the iPad. Major milestones inmobile were crossed during the year as smartphones reached 1 in 4 mobile Americans and 3Gpenetration crossed the 50 percent threshold, signaling the maturation of the mobile industry. ercent industrIn December 2010, nearly 47 percent of mobile subscribers were connected media users (used browsers, ercentaccessed applications or downloaded content), up 7.6 percentage points from the previous year. The content) yeargrowth in mobile media usage is largely attributable to the growth in smartphone adoption, 3G/4G deviceownership and the increasing ubiquity of unlimited da plans, all of which facilitate the consumption of data litatemobile media. From December 20 to December 2010, the percentage of mobile phone subscribers . 2009with unlimited data plans increased from 21.7 percent to 29.0 percent, with more phones now requiring an itedunlimited data plan subscription at the time of purchase. During the same period, smartphone ownership mitedincreased from 17 percent to nearly 27 percent, while 3G/4G phone ownership reached the 50 percentthreshold in November 2010. Growth of Mobile Market Enablers in the U.S. Source: comScore MobiLens, 3 mo. avg. ending Dec Dec-2009 to Dec-2010 2010 60% +7.6 pts 50% 40% +7.3 pts 30% +9.4 pts 20% 10% 0% Dec-2009 Mar-2010 Mar Jun-2010 Sep-2010 Dec-2010 Smartphone Owners 3G/4G Subscribers Unlimited Data Plan Subscribers PAGE 25
The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011U.S. Smartphone Adoption Surges Past 25 Percent PenetrationThe smartphone market continued to see strong growth in 2010 with an increasing number of smartphonedevices introduced to the market, giving consumers a wide variety of options to choose from whenpurchasing a phone. Among the high-profile smartphone introductions in 2010 were the iPhone 4,Windows Phone 7, Droid Incredible by HTC, Motorola Droid X, RIM BlackBerry Torch, T-Mobile G2,Samsung Epic 4G and others. In September 2010, smartphone ownership crossed the 25 percentthreshold, marking a significant milestone in smartphone adoption in the U.S. By December 2010,smartphone penetration had reached 27 percent of the mobile market. One of the most talked aboutstories in mobile during 2010 was the rapid adoption of Google Android devices, which made Google thesecond largest operating system (OS) by the end of the year, trailing only market leader RIM. Amongsmartphone OS platforms, RIM retained its lead with 31.6 percent market share in December 2010(although decreasing 10 percentage points from the previous year), followed by Google at 28.7 percent(surging 23.5 percentage points in the past year), Apple’s market share remained mostly flat at 25percent, while Microsoft followed at 8.4 percent (down 9.5 percentage points). U.S. Smartphone OS Market Share U.S. Smartphone Penetration Source: comScore MobiLens, 3 mo. avg. ending Source: comScore MobiLens, 3 mo. Dec-2010 avg. ending Dec-2010 2.5% 3.7% 8.4% RIM 27% 31.6% Google Apple 73% 25.0% Microsoft Palm Smartphone Non-Smartphone 28.7% SymbianVerizon Leads as America’s Largest Network Operator, AT&T Home to More Smartphone UsersThe largest four mobile network providers, Verizon, AT&T, T-Mobile and Sprint, combined to account for82 percent of the U.S. mobile subscriber market (age 13+) in December 2010. Verizon led the U.S.mobile market as the carrier for 31.3 percent of mobile subscribers, with AT&T accounting for 26.6percent share, followed by T-Mobile (12.2 percent) and Sprint (11.9 percent). When looking exclusively atthe smartphone market, AT&T holds a solid lead with 38.3 percent market share, compared to Verizon’s26.7 percent. However, as an increasing number of smartphone options have become available acrosscarriers, AT&T has seen its smartphone share decline 6 percentage points since December 2009.Meanwhile, Verizon has climbed 3.5 percentage points during the same time period as Android devicesusing Verizon have penetrated the market at a rapid clip. With the recent iPhone/Verizon announcement,the industry is waiting to see how this deal will shake up the operator market in 2011. PAGE 26
The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011 U.S. Network Operator Share U.S. Smartphone Operator Share Source: comScore MobiLens, 3 mo. avg. Source: comScore MobiLens, 3 mo. avg. ending Dec-2010 ending Dec-2010 1.1 1.0 0.8 0.0 0.7 2.2%1.8% 2.8% 4.2% 6.0% 15.9% 26.7% 31.3% 11.9% 15.1% 12.2% 38.3% 26.6%Samsung Leads Device Manufacturer MarketSamsung unseated last year’s OEM (original equipment manufacturer) leader, Motorola, to rank as topOEM provider with 24.8 percent of devices owned by mobile subscribers in December 2010, up 3.6percentage points from the previous year. LG captured the second largest share of the handset marketwith 20.9 percent (declining 1.0 percentage points versus the previous year), followed by Motorola with16.7 percent (down 6.7 percentage points) and RIM with 8.5 percent (up 1.5 percentage points). Applecaptured 6.8 percent of the OEM market, up from 4.3 percent share the previous year, as the introductionof the iPhone 4 bolstered its growth. OEM Installed Base U.S. Market Share Source: comScore MobiLens, 3 mo. avg. ending Dec-2010 1.7% 1.4% 1.1% 0.5% 2.3% Samsung 6.8% LG Motorola 24.8% RIM 7.0% Other 8.2% Nokia Apple 8.5% 20.9% Kyocera Sanyo 16.7% Sony Ericsson Palm UTStarcom PAGE 27
The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011Top Mobile Activities: One-third of Americans Access Mobile Browsers and ApplicationsConsumers turned to their mobile devices in growing numbers and increasing frequency throughout theyear. A look at some of the top mobile activities in 2010 demonstrated consumers’ need forcommunication, information and entertainment. Text messaging led as the top mobile activity with 68percent of American mobile subscribers texting in December 2010, while more than half (52.4%) took aphoto with their mobile device and 39.5 percent of subscribers accessed news and information. Althoughapplication usage continued to grow in 2010, slightly more Americans (36.4 percent) used their mobilebrowser than accessed applications (34.4 percent). Other top mobile activities included emailing (30.5percent), accessing weather information (25.2 percent), and using social networking or blogs (24.7percent). Top Mobile Activities in the U.S. Source: comScore MobiLens, 3 mo. avg. ending Dec-2010 Sent text message 68.0% Took photo 52.4% Accessed news and information 39.5% Used browser 36.4% Used application 34.4% Used email 30.5% Accessed weather 25.2% Accessed social networking or blogs 24.7% Played games 23.2% Accessed search 21.4% Captured video 20.2% Accessed maps 17.8% Used instant messenging 17.2% Accessed sports information 15.8% Listened to music 15.7% PAGE 28
The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011Looking Ahead to 2011Time for Marketers to Seize Opportunities in the Economic Upswing2010 was a year of renewed optimism and excitement in the digital media industry, with many sectorsseeing strong rebounds from 2009. While the forthcoming year promises continued innovation and amultitude of new opportunities, effective marketers will need to focus their energy and resources on thehighest value endeavors. They must realize that it is not wise to chase every shiny object emerging onthe digital landscape, as not every innovation is the right fit for a given company or brand. Rather,marketers should understand not only what is happening in the broader marketplace, but why a certaincompany has been successful in that market and – perhaps most importantly – what is says aboutconsumer behavior. The companies that adapt these learnings most effectively to their businesses andleverage them appropriately will be the ones that get ahead in 2011.With that in mind, the following is a summary of the key digital media trends that businesses shouldconsider as part of their broader strategies if they want to position themselves for success in the comingyear: • E-Commerce: After two years of sluggish online spending, retail e-commerce bounced back to double-digit growth rates in 2010, as consumers opted for the convenience and lower prices enabled by the medium. As an advertising medium, the online channel also continues to be an important driver of offline buying, so marketers in all industries must not only have an online presence, but understand how it drives both online and in-store purchase behavior. With group- buying and flash deal sites rapidly creating new sectors in online retail, brands have more opportunities to attract new customers -- but it is important to meet the expectations of these consumers if there is any chance of engendering long-term loyalty. Many consumers continue to be very price-sensitive, but others have simply become accustomed to getting deals, so retailers must understand their prospective consumers’ psychology and have a strategy that enables them to maintain margins while delivering long term customer value. • Social: 2010 represented yet another huge year for social media, and it can safely be assumed that 2011 will see a continuation of this trend. Businesses that have no social media presence in 2011 are likely to be left behind; however, social media may not necessarily be worth significant investment for every company or brand. To promote your product or brand through social media or to use it as a means of obtaining customer feedback, it is important to understand how consumers may (or may not) use the medium. Every brand should, at a minimum be listening to what consumers are saying and most should probably engage directly with them. Developing more advanced social media tools should be a function of whether or not your customers are likely to be strong brand ambassadors or not. It should also be noted that (mainly due to PAGE 29
The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011 Facebook) social networking sites now account for more than one-third of all display ads delivered online, while Twitter expects to become a bigger player on the advertising stage with “promoted tweets” in 2011. Social media ads often tend to be priced lower than many other display ads across the web, which can mean the opportunity for very cost-effective advertising that can reach tens of millions of consumers. • Search: From a consumer experience standpoint, the U.S search market continues to evolve, with Google and Bing both making strides in the past year. Through Bing’s partnership with Yahoo!, it now controls nearly 30 percent of the search market making it more able to compete with Google, and helping to push forward new innovations. We have seen the integration of real- time search, improved blended search results and other new search modules, all of which have enriched the search experience. 2011 promises to give a clearer view of how the integration of social data may further enhance the quality of search results. • Advertising: Throughout 2010 we saw the display advertising market become increasingly advanced, requiring a similar level of sophistication in the measurement of its effectiveness. With more dollars than ever before moving to digital and the introduction of several new media- placement strategies, marketers increasingly require deep, accurate and holistic insights to guide their pre- and post-campaign strategies. In 2011, look for an increasing demand from marketers for end-to-end measurement across the digital advertising ecosystem. In order to maximize the value of advertising in the channel, marketers will seek solutions that answer all of their measurement questions, using consistent data sources and holistic measurement techniques. • Video: Online video viewing continues to account for an increasing amount of consumers’ time online, as content options, quality and convenience drive people to this channel. Video ads will continue to offer advertisers an engaging venue to reach their target audience and will be an important aspect of the development of the online video industry. In 2011, look for cross media relationships to take center stage as the convergence of traditional TV and online video viewing continues to blur the lines between media channels. • Mobile: The perfect storm aligned for mobile in 2010, as smartphone adoption, device innovations (including tablets) and improvements in network speeds all took hold – and it can be expected that these factors will continue to be strong drivers of mobile media consumption in 2011. One can expect to see continued growth in the use of mobile devices to obtain real-time price and product information in support of an intended in-store buying decision and the likelihood that the information obtained will drive some of that buying activity to actually occur online. While still in its infancy, mobile advertising will also become an increasingly important component of the mobile landscape in 2011, as the convenience and nearly ubiquitous nature of mobile make this platform potentially extremely valuable for advertisers. Importantly, there will likely be an early PAGE 30
The comScore 2010 U.S. Digital Year in Review FEBRUARY 2011 industry focus on higher click-through rates on mobile ads, but this metric is somewhat of a red herring as curious consumers will be more likely to engage with new ad units in the early days of the mobile ad industry. It will be essential to understand the view-through impact and longer term brand-building that mobile ads can deliver. Brands must also remember that mobile media is not just an extension of PC-based Internet usage, but is itself a unique platform that by its nature will influence the how, what, where, why and when of consumers’ media consumption. As competition heats up across operating systems, device manufacturers and carriers, consumers stand to reap the benefits of a growing number of attractive options in their mobile decisions.Each year brings new hope, and it’s clear that the opportunities in digital media in 2011 are virtuallylimitless. But, only with a firm grasp on the rapidly evolving landscape will companies be able to employthe most sound business strategies, leverage their strengths, and maximize the returns for both theircustomers and for themselves.comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferredsource of digital business analytics. comScore helps its clients better understand, leverage and profit fromthe rapidly evolving digital marketing landscape by providing data, analytics and on-demand softwaresolutions for the measurement of online ads and audiences, media planning, website analytics,advertising effectiveness, copy-testing, social media, search, video, mobile, cross-media, e-commerce,and a broad variety of emerging forms of digital consumer behavior. comScore services, which nowinclude the product suites of recent acquisitions Nedstat, Nexius XPlore, ARSGroup and Certifica, areused by more than 1,600 clients around the world, including global leaders such as AOL, Baidu, BBC,Best Buy, Carat, Deutsche Bank, ESPN, Facebook, France Telecom, Financial Times, Fox, Microsoft,MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon Services Group, ViaMichelinand Yahoo!. For more information, please visit www.comScore.com.FOR MORE INFORMATION, PLEASE CONTACT:Sarah RadwanickcomScore, Inc.+1 206 268 firstname.lastname@example.org PAGE 31
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